Competitive Landscape
Berli Jucker Cellox Capitalises on Affordability to Gain Ground
Retail tissue in Thailand remains highly concentrated, with leadership anchored by a handful of established manufacturers. In 2025, Kimberly-Clark Thailand Co Ltd retained the largest retail value share at 37%, although this marks a notable decline from 41% in 2020, reflecting a gradual erosion of its dominance over the five-year period.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Tissue in Thailand?
- Which are the leading brands in Retail Tissue in Thailand?
- How are products distributed in Retail Tissue in Thailand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Thailand - Category analysis
Key Data Insights
Growth Driven by Tourism, Hygiene Awareness, and Rising Incomes, Despite Challenges
Growth Driven by Tourism, Hygiene Awareness, and Rising Incomes, Despite Challenges
Kimberly-Clark Sets New Standard with Carbon Footprint Certification
Lotus’S Drives Volume Gains with Large-Pack Launches
Rise in Tourism and Higher Disposable Incomes Set to Sustain Volume and Value Growth
Toilet Paper Will Dominate, and Some Consumers Likely to Trade up
Manufacturers to Drive Eco-Innovation Amid Cost Pressures
Berli Jucker Cellox Capitalises on Affordability to Gain Ground
Grocery Retailers Anchor Household Spending on Retail Tissue through Routine Trips
Retail E-Commerce Leverages Price Transparency and Bulk-Buy Discounts to Attract Urban Shoppers
Tissue and Hygiene in Thailand - Industry Overview
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Key Data Insights
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Cellox’S Premium Launch Highlights the Premiumisation Trend
Convenience Trend Demonstrated by Demand for Products That Simplify Daily Routines
Thai Consumers Likely to Embrace Premium Products for Comfort and Value
Ageing Population to Drive Rapid Gains in Adult Incontinence
Retail E-Commerce Expected to Accelerate Value and the Frequency of Purchases
Although the Top Three Players Remain Dominant, the Competition Heats up
Hypermarkets Leads, Retaining Loyalty as Families Seek Bulk Value
Lazada and Shopee Drive E-Commerce Gains with Multi-Pack Promotions
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Tissue research and analysis database.
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